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The Marketing Measurement And Insights Playbook For 2019

Embrace A Unified Marketing Measurement Standard

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this...

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  • Report Metrics That Matter For B2B Marketers

    Focus On Measuring Business Outcomes, Not Program Outputs
    November 16, 2017 | Allison Snow

    B2B marketers must do more than measure things like click-through rates and event attendance; they need to show how their activity directly affects business results....

  • Report Metrics That Matter In Account-Based Marketing

    Use Comparative Metrics Across The Six Stages Of The Customer Life Cycle To Reveal The Value Of ABM
    August 9, 2017 | Allison Snow

    B2B marketers believe that account-based marketing (ABM) can boost marketing performance but need to demonstrate its impact. ABM is relevant across the customer life cycle,...

  • Report How To Test Emerging Technologies

    Developing A Process For Choosing And Testing New Media And Technologies
    February 22, 2011 | Sean Corcoran

    The Splinternet is creating hundreds of new marketing opportunities for interactive marketers. Yet even the biggest companies can be risk-averse and have a limited amount...

  • Report The Practicalities Of European Social Media Marketing

    How European Marketers Should Use Social Media To Reach Consumers
    June 10, 2009 | Rebecca Jennings

    As European marketers look to ramp up their social media spend, a few innovators are providing some best practices for how to use social media for a variety of objectives. A number of key learnings...

  • Report What Engagement Means For Media Companies

    Forrester's Framework Measures Four Dimensions Of Engagement
    March 2, 2009 | Sarah Rotman Epps

    Media companies are investing more in social media, video, rich Internet applications, and other initiatives to drive online engagement. But what does engagement really mean for media companies,...

  • Report A Framework For Multicampaign Attribution Measurement

    A Framework For Measurement
    February 19, 2009 | John Lovett

    ...revenue-generating initiatives and quantify their impact within the context of the overall marketing mix. According to 275 Web site decision-makers surveyed in 2008, a full...

  • Report Case Study: Customer-Centric Technology Helps Disney Personalize Relationships

    February 15, 2008 | Peter Kim

    Disney Parks and Resorts generated millions of customer contacts annually, but struggled to develop the individual-level insights necessary to deliver personalized visitor experiences. As a result,...

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